How do you sustain content standards across an entire institution? How do you bridge the gap between high-level content guidelines and the day-to-day content we all create? How do you prioritize audiences, messaging, voice and tone, and on-page content for your homepage, academic program pages, student life pages, and social media? Content templates enable content creators to support your content strategy by providing them with prescriptive guidelines for various content types — including new stories, event descriptions, brochures, admissions emails, academic program pages, marketing landing pages, and social media. This webinar guides attendees through the process of planning for, creating, and using content templates for content creators.

1. @meetcontent
Content Templates
for Content Creators
March 4, 2014
Rick Allen
@epublishmedia

2. @meetcontent
The problem
© Copyright 2014 Meet Content LLC.

3. @meetcontent
The problemS
© Copyright 2014 Meet Content LLC.

4. @meetcontent
#1: Inconsistent content
© Copyright 2014 Meet Content LLC.

5. Content can be inconsistent
in the way we talk
and what we talk about.

7. “The major in accounting is designed to provide students with
the general, business, and accounting knowledge necessary for
them to succeed as professional accountants. As accounting is a
dynamic field, all accounting majors will learn how to keep their
knowledge up to date so they can continue to grow throughout
their professional careers.”

9. “Information technology (IT) has revolutionized the way
consumers and businesses relate and interact in the economy.
For consumers, online retailing has become the dominant
distribution channel for a wide variety of products and services,
with massive shifts underway from brick and mortar to ecommerce and the Web, and now into social media. Not only has
technology changed the way people consume, it has also
dramatically changed the workplace.”

10. Inconsistency can come in
the form of how we organize
content and the different
content types that we use.

13. @meetcontent
#2: Ineffective content
Source: http://www.flickr.com/photos/jcpiercy/371633340

14. Am I in the right place?
What is this page about?
Is this relevant to me?
Where do I start?
What do I do next?
© Copyright 2014 Meet Content LLC.

15. @meetcontent
#3: Untrained contributors
Communicate
Ready to start
“student-focused.”
writing?
© Copyright 2014 Meet Content LLC.

16. @meetcontent
#3: Untrained Bakers
writers
Bake me a lemon
Ready to start
meringue pie!
baking?
© Copyright 2014 Meet Content LLC.

17. Source: http://www.flickr.com/photos/kwl/7859650026/

18. The solution

19. Content templates provide
prescriptive guidelines for
content creators, focused on
specific content types.

20. @meetcontent
Content template
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

21. Section landing pages

22. News articles

23. Event descriptions

24. Academic program pages

25. Faculty profiles

26. Admissions process pages

27. Content templates
are not...

28. @meetcontent
Content templates are
not duplicate pages
© Copyright 2014 Meet Content LLC.

30. @meetcontent
Content templates are
not wireframes
Source: http://blogs.tc.columbia.edu/tcredesign/

31. Information
Architecture
Content
Strategy
Sitemap
Message architecture
Wireframes
Content guidelines
Content templates
© Copyright 2014 Meet Content LLC.

32. Content template
elements
@meetcontent
•
•
•
•
•
•
•
•
© Copyright 2014 Meet Content LLC.
Audience
Tips and recommendations
Communication goals
Voice and tone
Purpose of page
Primary message
Content priorities
Editorial style & content
guidelines

33. Your sitemap
© Copyright 2014 Meet Content LLC.

34. Content template sitemap
© Copyright 2014 Meet Content LLC.

35. Content template sitemap
Is the audience similar?
© Copyright 2014 Meet Content LLC.

36. Content template sitemap
Are communication goals similar?
© Copyright 2014 Meet Content LLC.

37. Content template sitemap
Is voice and tone similar?
© Copyright 2014 Meet Content LLC.

38. Content template sitemap
Is page purpose similar?
© Copyright 2014 Meet Content LLC.

39. Content template sitemap
Is the message similar?
© Copyright 2014 Meet Content LLC.

40. Section landing page template

43. Academic program page template

47. How to create content templates
Source: http://www.flickr.com/photos/derekskey/5249580870/

48. Gather source content
Sitemap
Wireframe
Editorial style
guide
Messaging
guide
Voice and tone
guide
Web writing
guide
SEO guide
Accessibility
guide
Source
information
© Copyright 2014 Meet Content LLC.

52. Academic program page
Audience(s):
Purpose of page:
Communication goals:
@meetcontent
Primary message:
Voice and tone:
© Copyright 2014 Meet Content LLC.

53. Academic program page
Audience(s):
Purpose of page:
Communication goals:
@meetcontent
Primary message:
Voice and tone:
[Header]
Priority 1
Priority 2
Priority 3
© Copyright 2014 Meet Content LLC.

54. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

55. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Audience: Prospective students
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

56. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Communication goals:
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Premier, Empowering, Valuable
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

57. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
Voice and tone:
apostrophe plus s to the words bachelor or master.
Philosophy statement:
Provide a clear, concise description (1–3 sentences) of the
or short abstracts with links to additional
information, or links to video or other multimedia content
that can help paint a picture of the program.
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
Priority 1
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
Informative, Positive,
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
[H2:] Areas of Study
Inspiring, Friendly
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

58. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Purpose of page:
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Describe the distinguishing
characteristics of the academic
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
[H2:] Career Opportunities
[H2:] Who Should Apply?
program and how it can help
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
students achieve their goals.
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
Use short and succinct but descriptive secondary and
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

59. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Primary message:
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
[Our school] offers a rigorous,
high-quality education
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
[H2:] Career Opportunities
[H2:] Who Should Apply?
empowering students to realize
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
their unique career goals.
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
Use short and succinct but descriptive secondary and
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

60. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
What is the on-page content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
hierarchy?
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

61. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

62. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Page title:
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
The page title of each academic program
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
content they introduce.
A function of this page is wayfinding — enabling
overview page should be the official
images that support the primary message of the page. For
example, rather than using generic photos of business
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
program title. Do not include the word
professionals, use photos that clearly portray real
students and faculty.
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
PRIORITY 3 CONTENT (WHAT
degree or program in the page title.SHOULD I DO NEXT?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

63. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
Philosophy statement:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
A function of this page is wayfinding — enabling
prospective students to discover and find information
Provide a clear, concise description (1–3
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
sentences) of the unique qualities of this
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
application deadlines and admissions contacts.
academic program. Focus less on the value
Highlights:
Priority 3
In support of your philosophy statement, describe the
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
of the degree in general and more on the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
value of the degree from [your school].
related content with brief explanations.
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

64. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
Images:
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
Ensure that images, including banner
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
photos and sidebar thumbnail images, are
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
contextually relevant. Chose images that
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
support the primary message of the page.
For example...
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

65. Don't define, describe.
Offer real-world examples to
illustrate content guidelines
and recommendations.

66. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

67. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
Highlights:
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
In support of your philosophy statement,
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
For example:
describe the benefits of this degree. For
prospective students, answer the question,
“Why should I pursue this degree?” To
content relevant to me?”
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
[H2:] Areas of Study
[H2:] Career Opportunities
[H2:] Who Should Apply?
improve wayfinding and encourage
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
discovery...
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

68. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Use short and succinct but descriptive
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
secondary and tertiary headers to organize
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
content, prioritize information, enable
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
scanning and enhance readability. Choose
Highlights:
In support of your philosophy statement, describe the
words for headers, 3
Priority subheads and links that
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
clearly describe the content they introduce.
related content with brief explanations.
For example...
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

69. @meetcontent
Academic program page
Audience(s):
Prospective students
Communication goals: Premier, Empowering, Valuable
Voice and tone:
Purpose of page:
Describe the distinguishing characteristics of the academic program.
Primary message: [Our school] offers a rigorous, high-quality education empowering
Informative, Positive, Inspiring, Friendly
students to realize their unique career goals.
PRIORITY 1 CONTENT (WHAT IS IT?)
[Header]
Consider career opportunities, industry news or faculty
Page title:
and staff interviews. However, keep highlights content
The page title of each academic program overview page
brief and scannable. The purpose of highlighted content is
should be the official program title. Do not include the
to enable wayfinding and discovery. For example, use lists
word degree or program in the page title or add an
or short abstracts with links to additional
apostrophe plus s to the words bachelor or master.
information, or links to video or other multimedia content
Philosophy statement:
that can help paint a picture of the program.
Provide a clear, concise description (1–3 sentences) of the
academic program, keep the order of information and the
the value of the degree in general and more on the value
topic labels consistent across all academic program
of the degree from [your school].
pages.
For prospective students, answer the question, “Is this
For example:
content relevant to me?”
Priority 1
While it’s OK to discuss different topics depending on the
unique qualities of this academic program. Focus less on
[H2:] Areas of Study
Avoid generic statements that don’t support the
philosophy statement, such as “Advance your career with
a degree in social work.”
Avoid bullet points for the philosophy statement — don't
just list what you do; describe why you do it.
Priority 2
Images:
Ensure that images, including banner photos and sidebar
thumbnail images, are contextually relevant. Chose
images that support the primary message of the page. For
example, rather than using generic photos of business
professionals, use photos that clearly portray real
students and faculty.
PRIORITY 2 CONTENT (HOW WILL IT HELP ME?)
Highlights:
Priority 3
In support of your philosophy statement, describe the
benefits of this degree. For prospective students, answer
the question, “Why should I pursue this degree?” To
improve wayfinding and encourage discovery, highlight
related content with brief explanations.
[H2:] Career Opportunities
[H2:] Who Should Apply?
Use short and succinct but descriptive secondary and
tertiary headers to organize content, prioritize information,
enable scanning and enhance readability. Choose words
for headers, subheads and links that clearly describe the
content they introduce.
A function of this page is wayfinding — enabling
prospective students to discover and find information
quickly. As such, use short, succinct paragraphs. Provide
easy access to top content for prospective students,
including information on tuition and financial aid,
application deadlines and admissions contacts.
PRIORITY 3 CONTENT (WHAT SHOULD I DO NEXT?)
Prescriptive guidelines:
Because these student program pages, as well as
subpages in each section, cater to two distinct audiences
— prospective and current students — it’s very important
that each audience understand what content is relevant to
them. On-page content and menu item links should be
clearly grouped by audience, and when the primary target
audience changes, provide clear direction, such as in the
priority-3 content example above.
© Copyright 2014 Meet Content LLC.

70. Alternate uses
Source: http://www.flickr.com/photos/slemmon/3957684658

71. Homepages

72. Ask: What content needs
help? Who needs help
creating it?

73. Share content
templates
© Copyright 2014 Meet Content LLC.
Source: http://www.flickr.com/photos/joriel/2901706868/

74. Offer training workshops
Source: http://www.flickr.com/photos/followthethings/8707065938/

75. @meetcontent
Assign ownership to
content templates
Web Group
Editor-in-Chief
Editor
Author
Approver
© Copyright 2014 Meet Content LLC.
Editor
Author
Approver
Editor
Author
Approver

76. Content templates
empower content creators
to do great work.

77. @meetcontent
Thank you!
Rick Allen
@epublishmedia